目的论视角下的广告翻译中译者主体性之研究

发布时间：2018-06-18 03:18

本文选题：目的 + 目的论　；参考：《吉林大学》2012年硕士论文

【摘要】：由于中国加入WTO以及国际一体化进程的加快，中国与国际间的贸易往来变得非常频繁，其中商品贸易间的密切合作成为贸易往来中极其重要的一方面。广告作为商品的名片，成为商品是否可以立足市场的重要因素之一。广告的作用日益增强，但对于广告语的理解极其翻译，在商品借由广告进入人们生活之前，常常未能达到宣传商品的目的。这些现象都是由未能了解商品本身的广告原文，没有注意到文化背景的差异以及翻译方法上运用不恰当，尤其是没有充分发挥译者主体性而造成的。广告文体极其翻译具有自身的内在规律和特殊性，因此对广告语翻译进行系统研究是很有必要的。在广告的翻译活动中，，译者必须对原语、译语以及读者这三个要素进行定位，所以需要发挥译者主体性，但要受到一定限制，不可随意发挥。目的论则在翻译过程中起到了指导性作用，影响着译者主体性的发挥。目的论属于功能派翻译理论。20世纪70年代功能派翻译理论兴起于德国，并经历了几个主要阶段。凯瑟琳娜·莱斯第一次把功能范畴用于翻译批评中。她认为翻译应该是综合性的交际翻译，语言功能、语篇类型和翻译策略相互联系，实现翻译的概念性内容、语言形式和交际功能与原文的对等，从而形成功能派理论思想雏形。汉斯·.弗米尔提出了目的论，不再把原文作为翻译的中心。他认为翻译中的“目的法则”应该是最高法则，翻译是一种有目的有结果的行为。译者在翻译过程中作用巨大，决定着翻译采用的策略以及对原文的保留以及修改。贾斯塔·霍茨·曼塔里进一步发展了功能派翻译理论，提出了翻译行为理论。他认为翻译受目的的驱使，这和目的论有共同之处。克里斯汀娜·诺德把功能派的学说进行了整理综合，提出了”功能加忠诚“的原则。 Skopos这一术语通常用来指译文的目的。目的论（Skopostheory）认为，所有翻译活动遵循的首要原则是“目的原则”，即翻译应该能在译入语情境和文化中，按照译入语接受者期待的方式发生作用。翻译行为所要达到的目的决定整个翻译行为的过程，而翻译理论中的连贯性原则和忠实性原则必须服从于目的原则，这是目的论的首要原则。目的论用充分性而不是等值性来作为评价译文的标准。在目的论的理论框架下，充分性指译文要符合翻译目的的要求；等值指译语文本与源语文本出于不同的文化语境但实现了相似的交际功能。在翻译过程中应以目的原则和忠诚原则作为指导，用合适作为评价译文的标准。目的论注重的不是译文和原文是否对等，而是强调译者在翻译过程中以译文的预期功能为出发点，根据各种语境因素选择最佳处理办法。本文从目的论（Skopostheory）的角度出发，探讨翻译过程中目的性对翻译活动的影响，从而系统地阐述英汉广告互译中译者主体性发挥的重要性，以期在广告语翻译领域有所创新和突破。
[Abstract]:Due to China's entry into the WTO and the accelerated process of international integration, the trade contacts between China and the world have become very frequent. The close cooperation between trade and trade has become an extremely important aspect of trade. As a business card of a commodity, advertising has become one of the most important factors in the market. However, however, the understanding of advertising language is extremely translated, and it is often failed to achieve the purpose of advertising goods before goods are entered into people's lives by advertising. These phenomena are not understood by the original advertisement of the commodity itself, the differences in cultural background and the inappropriate use of the translation method, especially the lack of full use of the translation. The translation of advertising has its own inherent laws and particularity. Therefore, it is necessary to systematically study the translation of advertising language. In the translation activities of the advertisement, the translator must locate the three elements of the original language, the target language and the reader, so it is necessary to give full play to the translator's subjectivity, but it must be given a certain degree. Restrictions should not be allowed to play at all. Skopos theory plays a guiding role in the process of translation and affects the translator's subjectivity.
Skopos theory belongs to the functionalist translation theory in the 70s century.20 functionalist translation theory rose in Germany and experienced several major stages. Katherina Les first used the functional category in translation criticism. She believed that translation should be a comprehensive communicative translation, language function, text type and translation strategy interrelated and realized. The conceptual content, the language form and the communicative function of translation and the equivalence of the original text form the embryonic form of the functionalist theory. Hans. Vermeer put forward skopostheology and no longer regards the original as the center of translation. He thinks that the "principle of purpose" in translation is the highest rule, translation is a purposeful and productive act. There is a great effect in the process of translation, which determines the strategy adopted by the translation and the reservation and modification of the original. Justa Hotz mantri further develops the functionalist theory of translation and puts forward the theory of translation behavior. He believes that translation is driven by the purpose, and this is in common with the teleology. Christina Nord has the theory of functionalism. The principle of "function plus loyalty" is put forward.
The term "Skopos" is usually used to refer to the purpose of the translation. Skopostheory holds that the first principle that all translation activities follow is the "purpose principle", that is, translation should be able to play a role in the context and culture of the translators according to the expectation of the translators, and the purpose of translating the translation is to determine the whole translation behavior. The principle of coherence and faithfulness in translation theory must be subordinated to the principle of purpose, which is the primary principle of the teleology. The skopos theory uses the sufficiency rather than the equivalence to evaluate the translation standard. In the framework of the skopos theory, the adequacy refers to the requirement of the translation to conform to the purpose of translation; The source text has a similar communicative function in the context of different cultural contexts. In the process of translation, the target principle and the principle of loyalty should be used as the guide, and the appropriate as the criterion for the evaluation of the translation. Choose the best treatment according to various contextual factors.
From the point of view of Skopos Theory (Skopostheory), this paper explores the effect of purposeful activity on translation activities in the process of translation, so as to systematically elaborate the importance of the translator's subjectivity in the translation of English and Chinese advertising, with a view to making some innovations and breakthroughs in the field of advertising language translation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059

【参考文献】